The first Chilean wine in a can debuts at the National Restaurant Association convention in Chicago:
“Fine wine in a can?,” blurted out Virginia Mampre, a food industry consultant, when she stopped at the booth.
(Sales rep Carlos) Hart poured her a plastic glass of Cabernet.
“It tastes like it’s already been decanted,” she gushed. “It blooms in your mouth.”
The company producing the wine is Elkan — which is a pun on “El Can,” which is sort of Spanish for “The Can.” How much do you think the branding agency got paid to come up with that one?